Seeking to claim a bigger piece of the growing paid search marketplace, IAC's Ask.com plans to revamp its paid search platform the first week in October.
"We're building out a much more competitive platform on a lot of fronts," said James Speer, vice president of marketing and products, IAC Advertising Solutions.

Among other features, the revamped platform will give advertisers more control over their daily search budgets, offer billable data in real-time, give marketers additional reporting tools, and allow advertisers to manage campaigns using their own desktop tools, like spreadsheets.

Ask.com launched its own paid search platform last year, several weeks after it was acquired by IAC for $1.85 billion. In addition to its own paid listings, Ask.com also displays pay-per-click ads powered by Google, although that arrangement is set to expire at the end of 2007. For now, the Ask.com listings are displayed at the top of the page, and Google ads fill spots on the bottom of the page.

Get the full story at MediaPost